G. Shainesh

• Fellow of IIM Bangalore & B. Tech, IIT (ISM) Dhanbad
• Professor (Full) at Indian Institute of Management Bangalore

This multi-method study develops a context-sensitive approach to subsistence consumer segmentation as advocated in the international market segmentation literature. Building on the theory of consumption values, the authors conduct multi-sited rapid ethnography research to collect primary data from urban subsistence consumers in South Africa and Ind...

Frugal innovation is on the rise (Levänen et al. 2016). Practitioners and academics increasingly acknowledge the promising potential of developing frugal products for both emerging and industrialized countries. However, the frugal innovation literature still lacks a universal conceptualization of product frugality, an adequate operationalization, a...

Inequalities exist and persist in society in different forms and are often areas of prime concern for governments and policy makers around the globe. One such inequality that plagues societies is the rural-urban divide. Several social entrepreneurs are attempting to leverage technology to bridge this divide. In our research-in-progress paper, we de...

In numerous industries, companies are challenged by increasing resource scarcity, severe waste problems, and the necessity to minimize the environmental impact of their operations. At the same time, companies need to cope with a heightened price sensitivity among consumers. Frugal products, such as the extremely durable d.light solar lantern, the e...

Loyalty programmes build attitudinal loyalty towards the loyalty programme, but not necessarily towards the company brand. This research answers the question, “How do customers navigate from programme loyalty to company loyalty?” by uncovering three mediating processes. The first process shows that programme loyalty improves perceived functional va...

The increased importance and acceleration of service globalization during the first decade and a half of the twenty-first century has resulted in multinational firms serving customers with divergent needs and expectations shaped by different cultural background and values. This divergence in consumer perceptions across countries may be attributed t...

The explosion in information on the web is being revolutionized by the multitude of ways in which information is created, distributed and consumed. Media aggregator sites are connectors in the supernetwork of the Internet that depend on providers for most of their content. The basic principle that explains the dynamic nature of networks and their c...

Purpose The purpose of the study is to develop a structural and a predictive model of the future purchase behavior of the consumers from value, quality and satisfaction and also finding the role of consumer loyalty in the above-mentioned model. Design/methodology/approach Based on survey and purchase data of a sample of 235 respondents, the auth...

This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly e...

This chapter assesses the impact of macro environmental factors, including deregulation, increased competition, technological changes and changing consumer needs on the evolving nature of customer centricity and the need for firms to embrace it. Developed through a review of literature and study of industry examples and trends, this chapter traces...

Purpose – The purpose of this research is to determine the impact of an additional service on existing consumers’ usage of existing services from the same service provider. Research has often focused on marketers’ efforts to sell new offerings to existing customers. However, does the consumption of these new offerings by existing customers affect t...

Purpose Indian healthcare system, especially in rural India faces several problems that prevents it from achieving universal and sustainable healthcare coverage. Purpose of this study is to capture such problems through expert opinions and provide solution concepts that are derived from other similar scenarios. Design/methodology/approach Delphi...

Service are prone to a higher degree of failure and strategies have been recommended to deal with aggrieved customers and to ensure that firms enjoys their continued patronage. Service recovery is critical to manage customer relationship by (1) restoring customer satisfaction, (2) decreasing the change of customer’s exit, and (3) preventing the spr...

Research in the domain of value co-creation has progressed extensively over the last twelve years, but the conceptualization of value co-creation is still equivocal. We try to fill this important gap through a systematic review of the co-creation research that appeared in leading Marketing journals during the period 2000-2013. We used the keyword s...

Service firms routinely enhance their offerings to satisfy and retain current customers and to attract new customers. We show theoretically that service improvements can be prioritized by simultaneously taking into account the likely incremental revenue (through increased customer value) and the incremental cost of making the improvement. The custo...

The digital divide is usually conceptualized through goods-dominant logic, where bridging the divide entails providing digital goods to disadvantaged segments of the population. This is expected to enhance their digital capabilities and thus to have a positive influence on the digital outcomes (or services) experienced. In contrast, this study is a...

Aim: To report the Karnataka Internet Assisted Diagnosis of Retinopathy of Prematurity (KIDROP) program for retinopathy of prematurity (ROP) screening in underserved rural areas using an indigenously developed tele-ROP model. Materials and Methods: KIDROP currently provides ROP screening and treatment services in three zones and 81 neonatal units...

A conceptual framework was developed in which we proposed: The Stronger the Organizational Learning Disabilities weaker the Service Climate; Stronger the Service Climate stronger the Individual’s Organizational Identification; Stronger the Organizational Learning Disabilities AND weaker the Service Climate weaker the Individual's Organizational Ide...

Purpose This study aims to explore Indian online shopping via the concept of shopping orientations. Design/methodology/approach Surveys were collected from 536 consumer panel members. Online shopping segments were identified by using a two‐step process that clustered respondents in terms of the similarity of their scores across four shopping orien...

Purpose The objective of this research is to empirically validate the underlying mechanisms by which consumers develop trust in service providers and investigate the impact of consumer's perceptions of trustworthiness and trust on their loyalty intentions. It also aims to study the differential impact of consumers' trustworthiness beliefs on two di...

The success story written by Indian IT and technology companies in the past years has no doubt been impressive. While 10 years ago companies such as Infosys, Wipro, Tata Consultancy Services, or HCL were hardly known even to industry insiders, they have now evolved into important and highly visible players in the global IT sector. However, the high...

Customer trust is of vital importance for relationship marketing in services. Service providers increasingly market their services globally, yet few researchers have addressed differences in customer trust across cultures. Our research fills this void by proposing a model, based on existing trust literature, that suggests the overall feeling of tru...

Because of suggested beneficial effects of word-of-mouth (WOM) referral, service companies have invested large amounts of money in customer referral programs as well as programs aimed at fostering positive communication among their existing customers. The question of cross-cultural differences in the effectiveness of WOM has recently gained increas...

Because of suggested beneficial effects of word-of-mouth (WOM) referral, service companies have invested large amounts of money in customer referral programs as well as programs aimed at fostering positive communication among their existing customers. The question of cross-cultural differences in the effectiveness of WOM has recently gained increas...

Purpose – The purpose of this paper is to look back at the first year of publication of the Journal of Indian Business Research (JIBR) and to provide details of the current issue. Design/methodology/approach – It is time to look back at the first year of launch of the JIBR. After all, it is widely believed in the academic publishing world that the...

Purpose Despite the rapid growth and internationalization of services, marketers of services realize that to successfully leverage service quality as a global competitive tool, they first need to correctly identify the antecedents of what the international consumer perceives as service “quality.” This paper aims to examine the differences in percep...

Buying behaviour in a business market is characterised by long cycle times, group decision making, participants from different functional areas and levels and sometimes divergent objectives, and changing roles of the participants during the buying cycle. The high levels of market and technological uncertainty of software services add to the complex...

Relationship marketing has been recognized as a new paradigm in marketing. Although the practice of relationship marketing has expanded rapidly across the globe, most of the published researches in this area of study are based on data collected from North America or Europe. This research studies the relationship between relationship strategy, relat...

www.amazon.com/Customer-Relationship-Management-Emerging-Applications/dp/0070435049

This article identifies the attributes which customers use to evaluate the quality of railway freight services and develops a comprehensive instrument, RAILQUAL, that can be used by the railways for collecting feedback from customers. This would help them to monitor, control, and improve their service and competitiveness. It can also be used as an...

Marketing in the New Era, J. S. Panwar, Response Books, A Division of Sage Publications, New Delhi,(1997), Price Rs. 350, pp. 277